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In World War I, unlike World War II, mandatory fuel rationing was never put into place. Instead, voluntary measures were asked for. Remarkably, they were successful, and saved around a million barrels of oil. This advertisement is from June, 1918, the height of the war for the United States. Without rationing, it still made sense for the Standard Oil Company of New York to advertise gasoline. Here Standard Oil is selling its gas as the most efficient brand and that is highlighted by the image on the lower right of the attacking tank.